Hey {{ First Name | Founder }},
This week I've gone deep on Founder ads.
This format that’s working so well right now, both in ads and organic.
Let's break down two founder videos that went absolutely viral on socials when they launched.
Watch them first (linked below), then come back and read the breakdown, because once you see the structure, you can start applying it to your own brand immediately.
Side note - we did a whole session on this inside Ecomm Rockets, my coaching group, and I am so excited to see the videos the crew create off the back of the training!
Video 1: The Cinematic Founder Story - Midday Squares
This one is a masterclass in storytelling. What’s happening under the hood:
1. The hook is unexpected
“You want to know why we started our business? Spite.”
That one word completely interrupts the scroll.
2. They introduce the villain before the brand
They talk about the big chocolate companies dominating the market before even naming themselves.
This creates tension immediately.
3. They delay the brand introduction
They don’t even say who they are until ~18 seconds in.
By then, you’re already invested.
4. They balance wins with struggle
10 million units sold
Major retail distribution
BUT also: cease and desist letters, almost quitting
This is key. Without struggle, the wins don’t land.
5. They end with uncertainty, not a CTA
“Watch us become one of the biggest… or crash and burn.”
That’s what drives the follow. Not “shop now.”
Video 2: The Founder Reality Show - Bad Hambres
Completely different tone but the same underlying structure. What’s happening here:
1. The hook stacks relatability instantly
“I left my 9–5 to start a burrito business with my wife.”
Job + risk + relationship = instant engagement.
2. It’s framed as a series
“This is part 4…”
Now you’re not just watching a video - you’re entering a story in progress.
3. There’s constant tension
Big production goal
Failed inspection
All-nighter to fix it
Last-minute success
It keeps moving.
4. They show real growth
From 100 burritos at home → 2,000 in a commercial kitchen
Specific numbers make it believable.
5. They introduce a new problem at the end
They don’t end on success.
They introduce the next bottleneck (freezer + landlord approval).
That’s what pulls you into the next episode.
The Pattern You Can Steal
Both videos follow the same core structure:
Hook with something unexpected
Create tension early (villain or problem)
Show real stakes (not polished marketing lines)
Balance wins with setbacks
End with a cliffhanger, not a CTA
This is what turns content into something people follow, not just scroll past.
Send me your founder video example and I will give you some feedback!
Jessie x
PS. Curious what a Founder ad would look like for your brand? Grab a free 15-min call here and we'll map it out: https://calendly.com/jessiehealy/coffee_with_jessie
